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by Thomas Fotiadis
Strategic Marketing for High Technology Products
Cover
Title
Copyright
Dedication
Contents
List of illustrations
Acknowledgments
1 The environment
1.1 High Technology: definitions, characteristics, environment, importance
1.2 Definitions of High Technology by (inter)national organizations and its delimitation vis-à-vis its distinguishing features
1.3 The “chasm”
1.4 The significance of High Technology
2 Business culture and High Tech enterprises
2.1 Strategic concerns and approaches
2.2 Culture of innovation in High Tech enterprises
2.3 Composition of strategic-culture approaches
3 Integration
3.1 The role of marketing in High Tech enterprises and the importance of integration
3.2 Presentation – analysis of integration models
4 The model
4.1 Variables of the framework
4.2 Adopted viewpoint of communication–collaboration–integration
4.3 The goals for the proposed framework
4.4 Proposed framework
4.5 Contribution of the proposed theoretical framework
Bibliography
Index
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